Cac nhan to anh hui&ng den quyei dmh mua san pham dien may tru'c tuyen cua ngu'Gfi tieu dung moi tru'ofng gia dong NGUYIN TH! PHa'dNG DUNG* Tdm tit Nghien cffu dUffc ihuc hiin nhdm ddnh gid mffc tdc dong cua cdc nhdn td'anh hudng den quyet dinh mua true tuye'n cua ngUdi tiiu dung dd'i vdi sdn phdm dien mdy moi trUdng gid dgng tgi Hd Noi Tff xdc dinh mffc dnh hudng cua cdc nhdn td: Cdm nhdn ruJ ro; Thdi do; Nhdm tham khdo; Nhdn thffc kiem sodt hdnh vi Gid dgng; Ddc tinh sdn phdm vd doanh nghiip; Niim tin de'n Quyel dinh mua trffc tuyi'n cua ngUdi tieu dCing Trong do, nhdn to Cdm nhdn rui ro vd Gid dgng cd tdc dgng manh nhdt; Nhdn tddnh hudng thdp nhdt Id Dgc tinh sdn phdm vd doanh nghiip Tren cff sd do, tdc gid dUa dUffc mot sd khuyen nghi cho cdc doanh nghiep kinh doanh true tuye'n sdn pham dien mdy Ttf khda: quye't dinh mua hdng trUc tuyi'n, sdn phdm dien mdy, gid dong Summary This research is to determine the influence level of factors affecting customers' online purchase decision for electrical products in dynamic price in Hanoi, including Perceived risk; Attitude; Reference group; Perceived behavioral control; Dynamic price; Product and business characteristics; Belief Specifically, Perceived risk and Dynamic price create the strongest impact; Product and business characteristics have the lowest influence From those findings, the author provides some recommendations for online trading businesses in electrical products Keywords: online purchase decision, electrical products, dynamic price GlCfl THIEU Cupc Cach mang Cdng nghidp 4.0 da mang dd'n nhieu tie'n bd cdng nghd, dac biet la lmh vtfc kinh doanh trtfc tuye'n, md nhtfng cd hpi va kha nang mdi la Mac du vay, vide xde dinh gia chinh xae trdn nen tang ban hang trtfc tuye'n vin edn la mgt nhidm vu ra't phtfc tap Ap dung cdng nghd dtf lieu ldn cho phep ngtfdi ban hang trtfc tuye'n thay do'i gia bdn san pham theo thdi gian_thtfc nhanh chdng va sat vdi mtfc gia ma khdch hang sdn sang chi tra, ed the' canh tranh dtfdc vdi dd'i thu va dam bao doanh thu cho doanh nghidp Tuy nhien, vdi stf nang cao nhan thtfc cua ngtfdi tidu dung nhtf hien nay, thi can xem xet nhtfng thay doi cd the" xay hanh vi cua ngtfdi tidu dung ho dtfa quye't dinh mua san pham ap dung chien thuat gid dgng Do vay vide nghidn ctfu xac dinh va danh gid mtfc dp anh htfdngeua cde nhdn tdtac ddng dd'n quye't dinh mua trtfe tuye'n san pha'm dien may Clia ngtfdi tieu dung mdi trtfdng gid ddng la can thid't, CO S6 LY THUYET VA PHl/ONG PHAP NGHIEN CLfU Crf sd ly thuye't Cung vdi stf phat trien cua thtfdng mai didn ttf, thi quye't dinh mua trtfc tuye'n cua ngtfdi tidu dung la chii de dtfdc nhieu nha nghien effu quan tdm Nghidn ctfu cua Pavlou (2001), Tan va Teo (2000) cho tha'y rui ro cam nhan anh htfdng dang ke' dd'n xu htfdng mua trtfc tuye'n Hsin Chang va Wen Chen (2008) cung da chtfng minh rang, cam nhan riii ro cd md'i quan he ty Id nghich vdi quye't dinh mua trtfe tuyd'n Nghien cdu cua Lin (2007) cho tha'y, thai va nhdm tham khao cd tac ddng de'n hanh vi mua trtfc tuye'n Cu the thai dp de cap dd'n nhffng -i : , o,.^ td't hav khdng td't cua khach hanL: ;- ",}( stf dune 'ThS., Vien Kinh te BtfU dien - Hoc vien Cong nghe Biru chinh viin thong Ngdy nhdn bdi: 14/10/2019; Ngdy phdn bien: 22/10/2019; Ngay duyet ddng; 22/10/2019 138 intemet de mua hang hda hoac dich vu ttf cac website ban le; nhdra tham khao la nhflng ngtfdi cd anh htfdng tdi vide hinh ndn thdi dp, nhSn thtfc va hanh vi cua khach hang dd'i vdi mgt san phd'm, thtfdng hidu hay mdt doanh nghidp Dong thdi, Lin (2007) cho rang, nhan thtfc kiem soat hanh vi cung cd tac ddng dd'n quyd't dinh mua trtfe tuye'n cua ngtfdi tieu dung._ Mgt so nghidn ctfu khde ciia cac tdc gia Jarvenpaa va Todd (1997); Jiuan Tan (1999) cung chi cac nhan to lien quan dd'n san pham va doanh nghiep dtfdc tim lan mua trtfdc cd lien quan dd'n muc dich mua sam cua khach hang mua trtfc tuyen Ben canh dd, niem tin cung cd tdc dgng de'n quye't dinh mua trtfc tuye'n cua ngtfdi tidu diing Nghien ctfu ciia Pavlou (2003) cho tha'y, niem tin cua khdch hang dd'i vdi mgt website ban hang trtfe tuyen la ragt ye'u td' quan trgng anh htfdng dd'n quyd't dmh mua trtfc tuyd'n ciia hp Cdc bid'n kie'm soat (bie'n thudc v l nhan khau hpc) bao gom: tuoi, trinh dp hpc van, gidi tinh, thu nhap., Nghidn ctfu Clia Goldsmith va Goldsmith (2002) cho tha'y, tudi khdng phai la yd'u td quan trpng anh htfdng de'n hanh vi mua trtfc tuyen, nghien ctfu ciia Teo (2001) thl kd't luan rang, tud'i anh htfdng ldn dd'n hanh vi mua trtfc tuyd'n Nhtf vay, Itfdc khao cac cdng trinh nghidn ctfu trtfdc dd, tac gia de xua't md hinh nghien ctfu cac nhan to' tde ddng den quyd't dinh mua trtfc tuye'n san pha'm didn mdy ciia ngtfdi tidu dimg nhtf Hinh Cdc gia thuye't dtfdc de xua't nhtf sau: HI: Cam nhan riii ro cd anh htfdng ngtfdc chieu (-) dd'n quye't dinh mua trtfc tuyen san pha'm didn mdy tai Ha Ndi H2: Thai cd anh htfdng thuan chieu (+) de'n quyd't dinh mua trtfc tuye'n san pham dien may tai Ha Ndi H3: Nhdm tham khao cd anh htfdng thudn chieu (+) dd'n quye't dinh mua trtfc tuyen san pha'm didn may tai Ha Ndi H4: Nhan thtfc kiem sodt hanh vi cd anh htfdng thuan chieu (+) den quyd't dinh mua tnfc tuye'n san pham dien may tai Ha Ngi H5: Gia ddng cd anh htfdng thuan chieu (+) den quye't dinh mua trtfc tuye'n san pha'm dien mdy tai Ha Ndi H6: Dac tinh san pham va doanh nghiep cd anh htfdng thuan chieu (+) dd'n quye't dinh mua trtfc tuye'n san pham dien mdy tai Ha Ngi H I N H : MO HIMH NGHIEN CCfU Mguon De H7: Nilm tin cd anh htfdng thuSn chieu (+) de'n quyd't dinh mua trtfc tuyd'n san pha'm dien may tai Ha Ndi H8: Khdng cd sii khde biet ve mtfc tac ddng ciia cac yd'u to' nhdn kha'u, nhtf: gidi tinh (H8a), tud'i (HSb), trinh hpc van (H8c), thu nhap (H8d) dd'n quyd't dinh mua trtfc tuye'n san pham didn may tai Ha Ndi Trong dd: Thang Cam nhan riii ro gdm bie'n quan sat da ma hda ttf RRl dd'n RR4 Thang Thdi dp gdm bie'n quan sdt da ma hda ttf TDI denTD2 Thang Nhdm tham khao gdm bid'n quan sat da ma hda ttf TKI de'n TK7 Thang Nhdn thtfc kid'm soat hanh vi gdm bie'n quan sat da ma hda ttf KSI de'n KS7 Thang Gia dgng gdm bie'n quan sat dd ma hda ttf GDI den GD5 Thang Dac tinh san pham va doanh nghiep gdm bie'n quan sat da ma hda ttf DTI dd'n DT5 Thang Niem tm gdm bie'n quan sdt da ma hoa ttf NTI de'n NT4 Thang Quye't dinh mua trtfc tuyd'n san pham dien may gom bie'n quan sat da ma hda ttf QDl dd'n QD3 Cac bid'n quan sat dtfdc Itfdng bang thang Likert vdi thang dilm ddnh gia mtfc Phtfdng phap nghien ctfu Nghien ctfu dinh Itfdng dtfdc stf dung thdng qua phtfdng phdp la'y mau thuan tien dd'i vdi nhtfng khach hang da cd kinh nghiem truy cap vao cac website bdn hang trtfc tuye'n, nhu^g ngtfdi da ttfng mua trtfc tuye'n ddi vdi san pha'm dien may tai Ha Ndi Sau dd, thu thdp dtf heu thdng qua phtfdng phdp phdng va'n web-based, phie'u khao sdt dtfdc tdc gia thiet kd' trdn cdng cu Survey Monkey va gtfi de'n dd'i ttfdng khdo sat thdng qua eac cdng eu trtfc tuyd'n, nhtf: thtf dien ttf, mang xa hdi Nghien cu\i dtfdc thtfc hidn thdi gian flidng 04/2019 Sau loai bd cac phie'u khao sat khdng dat ydu cau, cdn lat 294 phie'u hpp Id dtfde stf dung dd' phdn tfch dff hdu Dtf lieu nghien ctfu dtfdc phan tich bdng phan mem SPSS thdng qua eac btfdc: kiem dinh tin cdy thang do, phdn tich ttfdng quan va phan tich hdi quy KET QUA NGHIEN CLfU Ke't qua kid'm dinh thang ^ ^ Phtfdng phdp Cronbach's Alpha dtfdc diing de kidm dinh tin cay cua thang Bang cho thay, td't ea 139 Ke't qua kig'm dinh cac gia thuyat Ke't qud phdn tich tUffng quan Tdc gia stf dung he so Pearson tJam nhan nii rn Correlation de phan tich md'i ttfdng quan Thil gitfa cac bid'n dinh lUdng Bang cho Nhom thiim khao Nhan thiJc kiem soat hanh vi tha'y, md'i quan hd giffa bien phu thugc Gia donf! (Quye't dinh) vdi cac bie'n ddc ldp deu Dac tinh san ohii'm va doanh nehiep cd y nghia thd'ng ke (Sig 0,5 va kiem djnh Bartlett cd y vdi bd dff lieu thu thap dffdc nghta vdl Sig = 0,000 < 0,05 ehtfng td phan tich EFA Md hinh hdi quy tuye'n cinh ed dang la phd hdp nhff sau: Nhtf vay, tat ca cac thang dtfdc stf dung de QD = ~ 0.397RR -^ (j 165TB + lu'dng cac khai mem nghien ctfu deu cd du tin 0.226TK + 0,212KS + n V/4QQ cay cho cdc phan tieh tie'p theo 0,125DT+0.345NT BANG 1: KET Q U A KIEM D!NH DQ TIN CAY CGA THANG DO N h S n tfi' 140 S6'bid'n H ^ so' tiftfng q u a n bi^n tSng n h o nhS't 0.549 0.635 0.475 0.563 0.456 0.654 0.389 0.727 0.842 Cronbach's Theo ke't qua phan tfch h6i quy d Bang 4, cdc nhan toThai (TD), Nhdm tham khao (TK), Nhdn thtfc kiem soat hanh vi (KS), Gia ddng (GD), Dac tinh san pham va doanh nghiep (DT) va Ni^m tin (NT) CO md'i quan hd ty ie thudn vdi Quye't dinh mua trffc tuye'n (Beta>0, p